Question from a reader:
I often see posts from influencers promoting apparel brands they know on social media, but many of them do not have a “PR” label. For example, a post might say, “This is my acquaintance’s brand! It’s stylish and cool, and I recommend it! Here’s the shop’s account! @〇〇△△××.” Does this fall under stealth marketing? Is the absence
of a PR label because there is no monetary transaction, or is it acceptable not to label it as PR even if there is a transaction because it’s a friend? I’m not well-versed in the law, so I would appreciate your guidance. Thank you!

Influencer Posts and Stealth Marketing

Hello! Today, I want to talk about the questions raised by influencer posts commonly seen on social media, particularly regarding the presence or absence of “PR” labels. I also check social media daily and often come across posts where friends or acquaintances are introducing apparel brands. However, I sometimes find myself questioning why these promotions do not have “PR” indicated.

What is Stealth Marketing?

First, let me briefly explain what stealth marketing is. This is a technique for promoting products or services without making it clear to consumers that it is advertising. In essence, it refers to situations where a post appears to be a regular one but actually has commercial intent behind it. This becomes problematic because users may receive the information without recognizing it as advertising, leading to potential misunderstandings. I often find myself wondering whether a friend’s post saying, “This outfit is super stylish and I recommend it!” is genuine or if they were paid to promote it.

Reasons for the Absence of PR Labels

Now, the questioner is concerned about why there is no “PR” label. Generally, a PR label is required when an influencer receives money or products for that post. But what happens when they are promoting a brand of someone they know? 1. No monetary transaction If someone is simply posting to support a friend’s brand out of goodwill, a PR label is not necessary. This is an action stemming from pure friendship or support, so it does not need to be recognized as advertising. For instance, when a friend opened a new café, I posted without thinking, “Everyone should check it out!” because there was no business intent behind it. 2. No PR label even with a transaction On the other hand, if there is compensation or product provision from a friend’s brand but no PR label is displayed, this could fall under stealth marketing. Legally, even if it’s a friendship, if there are commercial interests involved, a PR label is required. Failing to do so can not only undermine consumer trust but also lead to legal issues.

From a Legal Perspective…

Let’s delve a bit into the legal perspective. In Japan, the Consumer Affairs Agency has established “Guidelines for Advertising,” which may require a PR label. It clearly states that when there is a commercial purpose, it is necessary to indicate that the content is advertising. This is to ensure transparency and allow consumers to make informed decisions based on accurate information. While the intention to support a friend’s brand is understandable, there is a legal obligation to disclose any commercial connections.

Considering Real-Life Examples

For example, let’s say a friend starts a new apparel brand and gifts me a piece of clothing. I love the outfit and post on social media, “This is a super stylish piece from my friend’s brand!” In this case, I honestly wonder whether I should indicate this as a “PR” post. My friend might want me to promote it, and since I genuinely like the outfit, I don’t feel bad about it. However, from a legal standpoint, I need to consider whether to label it as “PR,” or it could lead to issues later on.

Conclusion

In conclusion, whether the absence of a “PR” label in influencer posts on social media constitutes stealth marketing depends on the relationship between the poster and the brand, particularly whether there is a monetary transaction involved. If it’s simply supporting a friend’s brand, a PR label is unnecessary, but if there are commercial interests, it is essential to follow the law and include a PR label. As consumers, we also need to be vigilant about the information we encounter on social media, discerning what is advertising and what is a genuine recommendation. In an age where transparency is demanded, it is important for us to be a bit more cautious to receive trustworthy information. What do you think? I hope this discussion is helpful as you use social media in the future. The world of social media is constantly evolving, and it’s crucial for each of us to be smart consumers.